New Technology To Bring More Accountability To Ads
Information service group, Margaux Matrix has joined forces with SpikeNet Technology to develop a new system to measure branding and product placement which will provide greater accountability to advertisers.
The new integrated broadcast content analysis system will study advertiser’s brand logos and images in broadcast television environments. Traditionally, advertisers have had to rely on manual ‘stopwatch’ research processes, a time consuming, labour intensive and often non-repeatable practice.
According to Margaux Matrix, the new system will offer an extremely powerful broadcast exposure measurement solution to national and international brands associated with televised sporting events and product placement. SpikeNet’s recognition software will detect and count brand and product appearances in any broadcast environment, whatever their size and orientation.
Commenting on the new system, Joseph Sweeney, ad director of Margaux Matrix, said: “Marketing professionals will now receive complete customised reports of their brands accumulative exposure levels, whether it’s ‘in stadium signage’ during televised events, clothing signage or on the side of a racing car travelling at 200mph, our analysis research will be fast, accurate, repeatable and cost effective”
He continues: “Many companies have speculated for years about the possibilities of utilising image recognition technology to analyse brands in broadcast but none has been able to develop a fully operational and scalable service until now. The market needs fast, accurate and above all, consistent repeatable information at its fingertips to support multimillion pound marketing decisions.”
Recent research from the Incorporated Society Of British Advertisers has revealed the advertising downturn has caused a major shift in the way media agencies are paid. According to the third phase of the Paying For Advertising study almost half of all agencies now incorporate some form of payment by results (PBR) system (see ISBA Study Reveals Shift Towards Payment By Results).
Margaux Matrix: 01483 425001 www.margaux-matrix.com
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